Behavioral segmentation

- When we talk about behavioral segmentation…in digital marketing,…it really refers to how the user behaves on our website,…rather than their offline behavior as a consumer.…So how much time did they spend on that page,…how many times did they return to us over time,…and which pages of content did they enjoy most.…So let's use the example of a content provider…in the health industry…who would like to use analytics to test retroactively…which content users are most interested in.…

And they can do this through a behavioral analysis…of how much time the user spends…on different pages of content.…So we literally want to chop up our content into segments…and this will be based on the behavior of the users.…And then once we've got this information,…we also want to use analytics to see…what else we can learn about this segment.…So when you're in analytics,…you would scroll down to behavior…and under site content and behavior,…you click on all pages.…

So now we want to make sure that it is sorted…by page view so that the most page views…

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Author

Released

11/16/2016

An understanding of how to segment and test marketing campaigns with analytics is a useful addition to any digital marketer's toolkit. In this course, digital marketing consultant Adriaan Brits shows you—with real-world examples in Google Analytics—how to optimize your campaigns by segmenting and testing them, and then how to analyze your results. To begin, Adriaan explains why digital marketers segment and test their campaigns. He also goes over the difference between planned and retroactive segmentation, and how you can use these concepts to efficiently organize your workflow. Next, using case studies, he shows you how to set up segments for testing in Google Analytics for technological, demographic, behavioral, social, and email campaign types. Finally, he provides tips and tricks for testing with analytics, and offers practice tasks that you can replicate using your own Google Analytics account.

Topics include:

The difference between planned and retroactive segmentation

Setting up segments for testing in Google Analytics

Using demographic segmentation to plan future advertising

Testing the popularity of website content with behavioral segmentation